Copywriter

About the project

Challenge
Launch the Sagitar in China’s saturated auto market. Problem? The Sagitar’s design is inspired by minimalism. That makes it difficult to appeal to Chinese consumers who are used to flash and bling.

Strategy
There is growing disdain for the extravagant lifestyles of the elite. This has resulted in a shift from conspicuous consumption to more understated means of expression. So we leveraged this, and gave the Sagitar a positioning that resonates with the times.
When you have it, there’s no need to show it.

Solution
We created what the Sagitar isn’t - the world’s most badass, over-compensating limousine.